Apple has confirmed that its annual fall product event will take place on September 9 at the Steve Jobs Theater in Cupertino, California, where it is expected to unveil new iPhones, Apple Watches, iPads, and other devices.
The showcase comes as the tech giant intensifies efforts to integrate artificial intelligence into its product ecosystem. Media reports suggest Apple could introduce a slimmer version of the iPhone, possibly branded as the iPhone Air, extending its lightweight product line that already includes the iPad Air and MacBook Air.
Bloomberg News has also reported that new entry-level and high-end Apple Watches, upgraded iPad Pros, and a faster version of the Vision Pro headset are likely to make their debut.
Beyond hardware, Apple has been under pressure to accelerate its adoption of AI. In June, the company rolled out new AI-driven features, including redesigned software with “liquid glass” icons and menus, signaling a more modern interface for its devices.
Despite these moves, Apple is seen as playing catch-up in the AI race, lagging behind rivals like Samsung, Honor, and Huawei, which have already integrated advanced AI tools into their smartphones and platforms.
Meanwhile, Apple is also navigating geopolitical and economic pressures. Facing tariffs on U.S. imports from key production hubs such as China and India, the company has committed to boosting U.S. investment to $600 billion over the next four years in a bid to safeguard operations and jobs.
